Meat & Lifestock Australia
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WHO IS MLA?
Meat & Livestock Australia Limited (MLA) is a producer-owned company that provides services to livestock producers, processors, exporters, foodservice operators and retailers. The MLA trade marketing team provides advice and resources to the foodservice and retail industry on Australian beef, veal, sheepmeat, and goatmeat industries.
Foodservice represents around 30% of domestic red meat consumption. This is a constantly changing sector, driven not only by lifestyle and economic trends, but also by fashion.
Menu offers need to be constantly refreshed, providing both opportunities and threats for red meat’s share of these offers. Further, the boom in the 'casual dining' segment and its dependence on low skilled labour poses continuing risks in the quality and safety of meat meals.
MLA works closely with the foodservice industry to strengthen knowledge and inspire chefs to increase their repertoire of red meat dishes, by presenting innovative menu ideas and new trends in cuts.
MLA’s role is to encourage the use of red meat in kitchens, to serve as an adviser to food service professionals about red meat, work with suppliers, provide training, research and assistance to the industry.
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MLA also runs a chef’s NSW Grazing Club - The Grazing Club aims to link together proactive chefs who wish to have access to business tools designed to increase sales of red meat and to promote red meat innovation and dish repertoire and best foodservice practice in our industry.
Grazing Club member benefits include-
- Bi- Monthly club e-newsletter to keep you informed about marketing opportunities, promotional offers and trade events for foodservice.
- Opportunities to attend networking events, paddock to plate tours and red meat master classes held frequently throughout the year
- Training and information sessions for MSA beef..
- Local and interstate study tours to network with innovative chefs in other markets.
Grazing Club is free to join – just email mmarshan@mla.com.au with your details.
On the retail side MLA’s role is to encourage the sale and merchandising of red meat in the retail environment, to serve as an adviser to retail professionals about red meat, work with suppliers, provide training, research and assistance to the industry.
The retail sector constantly needs to strive to change it’s offer to best meet the demands of their customers. As families have less time, but are more aware of food and what they are putting in their bodies, MLA works with retail professionals to diversify and value add their red meat offer so that beef, lamb, veal or goat are always the first choice of the consumer.
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MLA run the national Red Meat Networking Club (RMNC) which has 1600 butchers who have already reaped the benefits of belonging to this educational club.
The RMNC was developed 6 years ago and the aim of RMNC is to link together proactive butchers who wish to have access to business tools designed to increase sales of red meat and to promote red meat innovation and best retail practice in our industry.
RMNC member benefits include-
- Monthly RMNC newsletter to keep butchers informed about marketing opportunities, promotional offers and trade events for retail butchers.
- Three special campaigns per year, each with an instore customer promotional kit.
- Training and information sessions for MSA beef.
- Access to butcher workshops and trade events to keep up with industry innovations in red meat.
- Local and interstate study tours to network with innovative retailers in other markets.
If you would like more information on RMNC please contact Doug Piper on dpiper@mla.com.au
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Click on the lamb leg roast pic to download the MLA Beef and Lamb cuts chart pdf. |
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Click on the icon to download the latest edition of the "Chef's Special" magazine. To receive this email for free send your contact details to: mmarshan@mla.com.au |
Also visit our media centre page to see more of the MLA video ads. Click here.
| Instructional Video on cutting up Beef Ribs | Instructional video on breaking down the Lamb fore quarter into the different cuts |
These full instructional videos are available to buy from MLA. Contact mmarshan@mla.com.au